The Research On The Development Of Chinese Rural Life Insurance Market

At present, our country rural insurance market is still in the pioneer stage, whether from the point of view to solve the "three rural issues", or from the consideration of the actual situation of the safeguard demand for farmers, it is so imminent to develop rural life insurance market in China. As a powerful supplement social security in rural areas, commercial life insurance has a very big development space.It has a lot of great effect to development in China’s rural life insurance market, for the development of rural society and economy, the stability of the rural society, the expanding of rural employment, the improving of the overall development of the insurance industry. This paper will study the rural life insurance market of our country in so many methods comprehensively, such as the documentary research method, the quantitative analysis method, the standard analysis and the method of study by the merger of macro and micro, it shows that the basic reason of hindering the development of our country rural life insurance market is the shortage effective supply for the rural life insurance products. And through the analysis, it draws that we have the conditions both the natural basis and the social economy foundation to develop the rural life insurance market in China.By introducing the basic concepts and foundation of the rural life insurance, this article discusses the status of trouble of the rural life insurance market, and we analysis it from three aspects of consumer, demand and supply, and then puts forward some strategies and suggestions for the development of the rural life insurance market. The paper is divided into five chapters, and the first chapter is introduction, this paper introduces the background and significance of the paper, the purpose of the research and method, research situation, thoughts and the research content and the paper may innovation and deficiencies; In the second chapter, the paper states the basic concepts and theoretical basis, including some concept definitions and analysis of insurance, life insurance, insurance market, the rural life insurance market, the rural life insurance and insurance marketing strategy of marketing and so on, as well as the bottom of the pyramid and theory, the financial theory of Pratt&whitney and the theory of niche strategies in this paper; The writer analysises the present condition and the trouble of the rural life insurance market in the third chapter; In the fourth chapter,we analysis the rural areas of China life insurance market, from three aspects of the rural life insurance consumption, personal insurance market demand and personal supply of insurance market; The paper discusses some development strategy in chapter5, including market segmentation and target market selection, product strategy, price strategy, channel strategy, promotion strategy as well as related conditions and so on.